Vinod Cookware breaks stereotypes with its new Mother's Day campaign

Time of India

10-05-2025

HighlightsVinod Intelligent Cookware's new Mother's Day campaign redefines traditional narratives by honoring mothers for who they are, rather than solely for their cooking skills. The campaign features a digital film that showcases authentic, relatable settings, focusing on the emotional bond between a mother and daughter, rather than conventional cooking expectations. Sunil Agarwal, Managing Director of Vinod Cookware India, emphasizes that the film celebrates mothers who may not conform to traditional cooking roles, acknowledging their unique ways of showing love.
Vinod Intelligent Cookware has launched a new
Mother's Day campaign
that redefines
traditional narratives
around motherhood and cooking.
Developed in collaboration with
Network Advertising
and
Ten Films
, the campaign's central film delivers a fresh, inclusive perspective: honouring mothers for who they are, not just for what they cook.
At the heart of the campaign is a compelling
digital film
that moves away from the cliches of 'maa ke hath ka khana' and acknowledges the quiet love of mothers who may not enjoy cooking but express care in other powerful, personal ways.
The film is designed for the brand's social platforms, including Instagram and YouTube, to reach and resonate with a broad digital audience.
Shot in a real home with authentic, lived-in spaces, the film intentionally avoids polished sets in favour of genuine warmth and relatability.
The creative team focused on casting everyday characters, using real kitchens and food to evoke an emotional connection.
The story unfolds through a genuine conversation between a daughter and her mother, revealing a bond shaped not by meals but by memories of care, encouragement, and unconditional support.
It shows how the mother, despite not enjoying cooking, found her ways to nourish her child, with food sometimes ordered in, cooked by others and always served with love.
The daughter's reflections gently dismantle traditional expectations of motherhood, affirming that
maternal affection
isn't defined by time spent in the kitchen.
Sunil Agarwal, managing director,
Vinod Cookware
India said, 'Our film is a heartfelt tribute to every mother who questioned her role simply because she didn't conform to convention. We see her, we value her, and we celebrate her.'
Shayondeep Pal, chief creative officer at Network Advertising and co-director of the film said, 'We wanted to break that convention. Countless mothers and fathers don't enjoy cooking, and that doesn't diminish the love they give. No cookware brand has ever spoken to them—until now.'
Watch the video here: